“Disposable baby product sales are expected to be stagnant to declining into 2018. To boost sales and stave off competition from private label, companies and brands should consider expanding the current category and better engage Hispanic parents.”

– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

Is the market too dependant on disposable diaper/training pants sales?

Why should brands look to better engage with Hispanics?

How can brands differentiate themselves from private label?

Sales of disposable baby products have predominantly been flat since 2008 with some slight fluctuations. Many of the products in this market enjoy high household penetration in households with babies and toddlers as parents need these products to care for their children on a daily basis. However, category sales have been stagnant in the past few years due to a struggling disposable diapers/training pants segment, declining birth and fertility rates, and parents’ economizing mindsets when shopping for frequent use products like diapers and wipes. Mintel expects that sales will decline slightly in the coming years.

The key topics of focus for the 2014 report include understanding which disposable baby products parents are buying, their decision between name brands versus private label, and what product attributes and claims they take into consideration when making both diaper and baby personal care purchases. This report also puts a strong emphasis on determining what new types of disposable baby products parents are the most interested in and willing to pay more for, to give market players guidelines as to what product opportunities they can pursue to expand the market.

This report builds on the analysis presented in Mintel’s Disposable Baby Products—US, April 2013 and previous reports with this same title in March 2012, March 2011, February 2010, October 2007, November 2005, and September 2002. It also builds on Mintel’s Oh Baby—US, February 2009 report.

Mintel defines the US disposable baby products market as consisting of the following product categories:

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Total US retail sales and fan chart forecast of disposable baby products, at current prices, 2008-18

Market factors

US birth and fertility rates have yet to recover after years of declines

Parents still want to save money despite improving economic outlook

Segment performance

Figure 2: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2010-15